In a fast paced healthcare technology market, continuous customer acquisition is critical to survival. One of the most powerful and cost-effective ways of acquiring customers is through a new method coined ‘Inbound’ marketing and sales. This involves creating health IT business strategy and leveraging useful and targeted content to attract prospects to your website, nurturing them into leads and closing them into customers. Inbound marketing and sales has been proven to produce better results compared to traditional methods such as print advertising, TV and radio ads, digital ads, email blasts, cold calling, trade show and conferences, and purchasing lists. According to a recent Hubspot study, 92% of B2B companies said that they got more website traffic and leads using Inbound strategies!
The first step towards customer acquisition is defining who your ideal customer is. Take time to create Buyer Personas (fictional representations of your ideal customer) such as ‘Private Practitioner Peter‘ or ‘Medical Director Deitrick‘. Carry out some research to find out more about them. What is their role in the organization? What are their goals? What common challenges do they face in the workplace? How do they make decisions? Where do they get information? Having all these details about your ideal customer will make it easier to target them with your content. Then either develop your own extensive health IT business strategy, or seek help from experts. A successful health IT business strategy includes clear Buyer Persona profiles, a map of their Buyer’s Journey, extensive SEO keyword research, content campaign outlining, content outlining, and promotional outlining for social media and email lead nurturing.
Creating quality content on a regular basis will keep your audience engaged and establish you as an expert in the industry. Optimizing your content using keywords will boost your search engine rankings and make it easier for customers to find you online. There are different forms of content that can be useful for customer acquisition:
A call-to-action (CTA) refers to texts or graphics that tell visitors what they should do next. Visitors should know what exactly they will get when they click on the CTA that contains a link to one of your landing pages. ‘Download the eBook now‘ and ‘Join our mailing list‘ are examples of descriptive CTAs that create a sense of urgency and give your visitors the impression that they have to take an action soon. Ask your website design team to position your CTA ‘above the fold’ to enable your visitors to see it without having to scroll. Also ask them to make sure all buttons are big enough to draw attention to them and move the viewers to click on them on mobile devices. If your landing page is lengthy, you could have a second call-to-action in the middle, and a third one near the bottom of the page.
The landing page is one of the most overlooked elements in the customer acquisition process. This is the page where your website visitors land after clicking on your call-to-action. It could be a contact us page, signup page or product page. Make sure your landing page has a compelling headline, a strong value proposition and some social proof. It should also have an eye-catching image and a powerful call-to-action for more from your healthtech website. A research by Switch Video revealed that having a demo video on your landing page can boost your conversions by 10-20%. Alternatively, you could use screenshots of your content. Remember to include keywords which will help you attract organic traffic and exclude navigation links which would tempt the visitor to leave the page before taking the desired action. Using color psychology techniques can also be very effective in compelling visitors to take action.
Acquiring new customers can easily feel like an impossible task when your resources are limited and the traditional marketing and sales tactics continue to fail you. With Inbound marketing and sales, you can set up strategies and carry through for a long-term process of steadily acquiring new visitors, prospects and eventually, customers.
We’ve worked with many CEOs and Managing Directors to incorporate Inbound Methodology into their marketing and sales team’s processes. Feel free to reserve your free strategy session now. We can help you evaluate your assets and gain valuable insights and health IT business strategy to acquire new healthcare technology customers before your competition!